Chipotle Cups Now Sport the Words of Toni Morrison, Malcolm Gladwell and More

Chipotle's cups now feature the words of esteemed writers like Toni Morrison, Malcolm Gladwell and George Saunders, meaning you literally get food—well, drink—for thought.

This new initiative is the work of writer Jonathan Safran Foer, who found himself dying of boredom ("frustration," to be exact) because he had nothing to read. That's when it hit him: Chipotle's cups should bear the words of notable authors and figures. He sent an email to CEO Steve Ells, and the Cultivating Thoughtinitiative was born.

The likes of Bill Hader and Sarah Silverman are also involved in the project, which has also taken over the chain's paper bags and officially begins today.